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Smallstep Gut Ad: Motivating or Scary?

I recently saw this billboard for Smallstep (the same folks that put the tiny shirts in laundromats across NYC) and I had to do a double take. I am not really even sure what the ad is implying, but I know it has something to do with losing your belly fat. Simply deflate your gut? We can only wish it were that easy. What do you guys think?

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